The Marine Stewardship Council (MSC) has introduced the MSC Improvement Program to accelerate the adoption of sustainable fishing practices globally. This initiative is an expansion of the ITM pilot program and is designed to support fisheries in achieving measurable improvements over a five-year period. Participating fisheries will receive special market incentives and will be required to follow an independently verified action plan. Although they will not be allowed to use the MSC ecolabel, they will be able to access MSC-certified supply chains and label their products with participation in the program.